GTC BRAND & MARKETING STRATEGY_DELIVERY ASAT JULY2015

GYMPIE TOWN CENTRE BRAND & MARKETING STRATEGY
BACKGROUND
The Gympie Town Centre brand and marketing strategy is one of five priority actions
for the Gympie CBD revitalisation strategy. Its aim is to reclaim the main street, which
faces economic, environmental social and cultural challenges.
OBJECTIVES
• Showcase and build pride in community assets that set Gympie Town Centre
apart
• Attract new customers and businesses to the Town Centre
• Shift external negative perceptions about Gympie.
DELIVERY
A three year program of activity focusing on promoting the best that the Gympie
Town Centre, the Town Centre experience and sharing the story with the community
and visitors.
OUTCOMES
• Create a place that meets resident and user needs
• Promotes and contributes to sustainable economic growth
• Builds a positive perception of the Town Centre
• Builds confidence and pride in the Town Centre and trust in council to deliver
• Activities that represent value and become self-sustainable.
BACKGROUND

APPOINT A TOWN CENTRE COORDINATOR
The strategy is designed to build on
existing Council programs and resources. It
is recognised that in order to deliver a
number of projects in a short time, a Town
Marketing Coordinator will need to be
appointed.
OBJECTIVE
• Engage Town Centre businesses
• Develop a Gympie Town Centre
working group
• Deliver the Town Centre brand and
marketing strategy activities.
OUTCOMES
• Experienced Brand and Marketing
Manager appointed.
DELIVERY
JANUARY 2015

DIRECTIONAL SIGNAGE
Replace existing Business Centre and other
directional signage with new branded
signage at each vehicular entries.
OBJECTIVE
• Provide a branded welcome to Gympie
Town Centre and clear direction on how
to get there.
OUTCOMES
• Qld regulations prevent branded signs
• All Business Centre signs were overlaid
with Town Centre.
DELIVERY – QUICK WINS
FROM TO
FEBRUARY 2015

GYMPIE TOWN CENTRE BUSINESS FACEBOOK PAGE
Work with Business Chamber to engage local
businesses in developing and managing closed
Facebook group.
OBJECTIVE
• Create an easy to access information and
communication portal for local business owners
to discuss opportunities to work together.
OUTCOMES
• Town Centre business community not active
Facebook users
• What has worked is building of a Gympie Town
Centre database and communicating via EDMs.
This is generating the best response, for
example; emailing Town Centre businesses
requests for Market Day specials and
encouraging social media sharing of key
activities
• List comprises of 150 Town Centre businesses –
and growing.
MARCH 2015

MARY STREET BANNERS
Produce and install Town Centre banners when not
being used for specific events.
OBJECTIVE
• Improve the look and feel of the Town Centre
and launch the new brand.
OUTCOMES
• Over 20 Energex poles and 8 Council poles
installed with Gympie Town Centre banners.
MARCH 2015
CREATIVE

MEDIA AND ADVERTISING ROLLOUT
Develop a communications plan to showcase the new
brand and influence Town Centre positive image, visitation,
civic pride and usage.
ACTIVITIES
• Develop a brand package for Council, media and event
partners
• Develop media partnership with local press and radio
• Develop a branding, awareness and tactical advertising
plan to promote the Town Centre.
OUTCOMES
• Brand expression (look and feel) developed and rolling
out across all marketing materials
• Solid media negotiations have been conducted
resulting in added value to media plans and publicity:
• 15 sec brand radio ad – ROS throughout 2015
• 1yr bus back discounted
• > $10k AVE with Gympie Times, Zinc, 4GY
• Branded merchandise: Pencils and Shopping Bags used
as incentive at Growers Market.
DELIVERY – KEY ACTIONS
15 SEC BRAND
RADIO
COMMERCIAL

DELIVERY – MARKETING ACTIONS
ART IN VACANT SHOP WINDOW
Engage local partners to activate shop windows.
OBJECTIVE
• Turn dark, empty shop windows of vacant
businesses to provide street frontage that is
more attractive.
OUTCOMES
• Two vacant shops have been activated
• Crazy Clarkes continues to be a contentious
vacant space
• Discussions with the property manager as at
July 2015, has enabled us to access and
begin installations
• Discussions and planning has commenced
around the renew Newcastle model with a
strategy to be presented to Crazy Clarkes
managers as a test case.
DECEMBER 2014

FREE WIFI ON MARY STREET
Set up free Wifi along Mary Street.
OBJECTIVE
• Get people spend more time in the Town
Centre’s public spaces, cafes and
restaurants.
OUTCOMES
• Trial established by Telstra until June 30
• Not a big take up
• Impact to be reviewed with Telstra and
arrangements for future funding and
promotion.
1 MAY – 30 JUNE 2015

MARY STREET MARKETS
Establish regularly fresh food markets.
OBJECTIVE
Promote local food and support local producers and
connect them with the local residents.
OUTCOMES
• May 2015 test event launched in conjunction with
the Gympie Gold Regional Produce, Eat Local
Month of May
• Gympie Gold members were invited to be
stallholders free of charge
• Marketing and communications consisted of radio,
press, social media, EDMs and print advertising
• A live ZINC FM outside broadcast occurred on the
day
• Town Centre businesses were invited to submit a
Market Day special that was handed out on the day
to influence flow onto Mary St businesses
• It was an overwhelming success, that stallholders,
and locals requested that it not only occur monthly,
but weekly
• The growers market will now be a regular monthly
featured of the Town Centre.
PROMOTIONAL POSTERS & FLYERS
30 & 15 SEC & LIVE READ RADIO
COMMERCIALS
FACEBOOK POSTS
Highest engagement of a post.
Organic reach of >4,000
GREATGYMPIE.COM.AU
CALL TO ACTION

ZINC FM LIVE OUTSIDE BROADCAST
WITH AL & NUGGET
TOWN CRIER
OPEN THE
PROCEEDINGS
LOCAL PRESS
SUPPORT
DIRECTIONAL SIGNAGE
GROWERS MARKET – EVERY 3RD WEDNESDAY OF THE MONTH
The growers market was a hit with the community and
business traders, that Gympie Regional Council will continue to
run the event. Future market management will be open for
tender in October/November 2015.
OUTCOMES
• Incentives and competitions to shop in the Town Centre
• Community announcements via radio
• Customer feedback surveys
• Good (and ongoing) media coverage.
LIVE READ
GRAB

LIVE READ
GRAB
GYMPIE TOWN CENTRE GROWERS MARKET
EVERY 3RD WEDNESDAY OF THE MONTH
BRANDED MARKETING COLLATERAL
GROWERS
MARKET AD

DECEMBER 2014
EASTER ON MARY
STREET POSTERS
MARCH 2015
CHRISTMAS
STREET POSTERS
EASTER ON MARY
RADIO
MARY STREET SEASONAL EVENTS - INITIATED BY MARY ST. TRADERS
WINTER
STREET POSTERS
WINTER
FACEBOOK > 1000 organic shares
JULY 2015
WINTER
RADIO
EASTER ON MARY
FACEBOOK
MARCH 2015 MARCH 2015
GREATGYMPIE.COM.AU
CALL TO ACTION

DELIVERY – REMAINDER OF 2015
OVERVIEW
• Continue to delivery marketing activities
outlined in the plan
• Build relationships with Mary Street
Traders to influence continuing with
established activities and working
together as a collective
• Growers market will continue monthly
• Vacant shop strategy is a priority as is
retail sales promotion to engage locals
and drive sales for the shop owners
• First major event leveraging activity will
be for Pre-Muster party where a Special
Market will be conducted. Followed by
Gold rush and International Film Festival
• Research and satisfaction surveys to be
conducted to establish strategy
effectiveness and impact
• Build Gympie Town Centre online
environment (similar to a shopping mall).
Includes website, mobile app and
dedicated social media channels –
Google+ and Facebook
• Set KPIs.

GTC BRAND & MARKETING STRATEGY_DELIVERY ASAT JULY2015

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